What Do Customers Want? Survey Shows Growing Appetite for More Communications

In our always connected society, we increasingly rely on real-time information and notifications in our daily lives – from checking our bank account balance on a smartphone app to getting a text message saying a prescription is ready for pick-up. And, new research commissioned by Varolii shows consumers find this type of proactive outreach from businesses extremely welcome and helpful.

This national study of 1,000 adults shows that consumers want more, not less, customer service related communication from businesses. In fact, a majority of respondents – 70 percent – believe these messages could help them avoid issues, like a late fee. And, nearly 80 percent of respondents say they trust the judgment of the companies with whom they have relationships about when, why and how to send such messages.

What About Laws Restricting Communications?

The TCPA dictates that companies cannot automatically dial or send informational text messages to mobile phones without the prior express consent of the recipient. But, consumers may have a different opinion.

The research shows nearly one in four consumers automatically assume that the companies they do business with can contact them. Eighty-four percent of respondents also strongly believe that if they give their cell phone number as their primary contact to a company, then it is acceptable for that company to contact them at that number.

This doesn’t mean we should ignore the regulations – it just means that consumers may be more open to more asks for consent. Balancing compliance and customer satisfaction is a challenge we all face today. Companies must find the right blend of customer outreach – providing the right information at the right time, via the right channel – while still adhering to various state and federal rules.

How Do They Want These Communications?

Consumers still like traditional emails and phone calls, but mobile is fast becoming the top way to reach a majority of American consumers. Today, nearly 80 percent of Americans have given their cell number to a company – with more than one-quarter of respondents indicating they usually or always provide their cell number. Additionally, consumers now favor text messaging just as much as getting a phone call. One in five respondents surveyed say text messaging is their preferred form of communication.

What Do Customers Want? Survey Shows Growing Appetite for More Communications, 2013, October 24, by Brian Moore, retrieved from http://bankinnovation.net/2013/10/what-do-customers-want-survey-shows-growing-appetite-for-more-communications/.